Scribd
Upload
149 views

Export Merchandising: B.n.malar Selvi Assoc. Prof. Fms

The document discusses export merchandising and the role of a merchandiser. It covers the meaning and definition of export merchandising, the growth of the apparel industry over time, and the structural changes in the industry that led to specialized roles like merchandising. It also outlines the responsibilities of a merchandiser, which include market knowledge, product planning and control, product development, material management, and interfacing with manufacturing and sales.

Uploaded by

Adi Balaji Jak
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
149 views

Export Merchandising: B.n.malar Selvi Assoc. Prof. Fms

The document discusses export merchandising and the role of a merchandiser. It covers the meaning and definition of export merchandising, the growth of the apparel industry over time, and the structural changes in the industry that led to specialized roles like merchandising. It also outlines the responsibilities of a merchandiser, which include market knowledge, product planning and control, product development, material management, and interfacing with manufacturing and sales.

Uploaded by

Adi Balaji Jak
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 22

Export merchandising

b.n.malar selvi
assoc. prof. fms
Session 1

Introduction to Export merchandising


•Meaning
•Definition
•Export merchandising
•Manufacturing
•Role of a merchandiser
FASHION

Excitement
Glamour
Change
Art
High stakes business
Fashion Business requires

Talented executives

Keen sense of market place

Finely honed management skills

Critical decision making

Keep the profit


Merchandising

Buying and selling commodities

Retail Merchandising
Selling products to the end customers for profit

Manufacturing Merchandising
•Conceptualization
•Development
•Procurement of raw materials
•Sourcing ( process of deciding where and how
to manufacture the products ) for products
•Delivery of apparel production
Apparel Industry Growth

Pre world war II

Only two seasons


Spring./ summer
Fall/ winter
Minimal changes in style
Raw materials like cotton, natural fiber, linen, silk
No risk of obsolescence

1960 – 2000
Dramatic changes

Major public owned apparel producers - US


Sara lee
Calvin Klein
VF corporation
Jones apparel group
Polo Ralph
Spartan Industries

Levi Strauss - private


Apparel Industry Growth

Generalized structure

Marketing specialists

Product development specialists

Manufacturing specialist

Larger the business


More complex business requirements

Highly trained executive professional

Sophisticated apparel chain supply chain


\
Apparel Supply Chain

Five sectors

Fiber sector -

Textile sector

Finding sector

Apparel sector

Retail sector
Structural Changes in the Apparel Industry
Stage 1

President

Sales Manufacturing
Fashion Buying

Stage 2

President

Sales Marketing Manufacturing Finance &


administration
Advertising
Fashion Merchandising

Stage 3

President /CEO

Marketing Manufacturing Finance &


administration
Sales Advertising Merchandising

Design
Fashion Merchandising

Stage 4

President /CEO

Marketing Merchandising Manufacturing Finance &


administration
Sales Advertising Design Sourcing
Fashion Merchandising

Stage 5

President /CEO

Marketing Merchandising Sourcing Manufacturing Finance &


administration
Sales Advertising Creative Design

Technical Design Product Managers


Private Label

Wal – Mart
Targets
Sears
Kmart
JC Penny
Federated
Kohl’s
Gap
Nordstrom
Merchandising

The process of planning, developing and presenting


product lines for identified target market is called
merchandising

It is a necessary business process for most types of


products

Merchandising is the analysis and response to the


changes (transformations) and processes ( advances)
which occur in the planning, negotiation, acquisition and
selling of products/ services from their inception to their
reception and use by the target customers”
Merchandising
Andrew Kahn Chairman
Kahn Lucas Lancaster

Merchandisers are technicians rather than mere creators

Needs to a world player


Right style at the right time

Merchandising
Andrea Engel
President – Eagle’s Eye
Merchandisers should be responsible for design
Understand what the buyer wants
Production sourcing
Good organizer
Excellent communication
Merchandising
Bryan Eshelman
Kurt Salmon Associates

Merchandisers should focus on product development

Speed to market

Replenishing verses constant change


Profile of Today’s
merchandiser

Analytical Creative

Merchandiser

Verbal Intuitive
Responsibilities of the Merchandiser

Market Knowledge

Product
Planning & Control
Development

MERCHANDISER
Material Product Authorization
Management

Interface with Interface & Sales


manufacturing

Sourcing
Introduction to
Management

Market Knowledge

Product
Planning & Control
Development

Product Manager
Product Authorization

Interface with Interface & Sales


manufacturing

Sourcing
Role of a Merchandiser

Market research

Planning and control

Line development

Costing and pricing strategy

Quality assurance

Supply chain management

Sourcing

Computing and advancement in


computing

You might also like